Manager- CRM and Customer Marketing

Position Summary

The Manager of CRM Customer Marketing is responsible for leading the planning, development, and execution of customer-focused marketing initiatives that strengthen engagement, enhance satisfaction, and drive long-term value. This role plans and executes customer database development, segmentation strategy, direct marketing programs, and cross-channel campaign execution to support growth across all products and services.

Essential Duties and Responsibilities

-Lead the development, optimization, and governance of the customer database to support targeted marketing and relationship management efforts. -Build and leverage CRM system capabilities to accomplish key data insight and marketing execution activities -Automate repetitive marketing tasks such as list management, reporting, campaign QA, and data hygiene -Develop and support the implementation of marketing automation opportunities including lifecycle programs, scoring models, and routing rules -Support the development, management, measurement, and reporting of customer purchase leads -Develop the proposed annual customer marketing plan and initiative calendar across all product and service lines.

-Facilitate internal communication and alignment of customer marketing plans across cross-functional teams. -Engage in the creation of communication strategies, messaging frameworks, and digital/creative assets to support direct marketing campaigns. -Support customer segmentation strategies and assign customer groups to associated account managers -Create and manage strategies to enhance customer satisfaction and retention, including satisfaction follow-up programs, warranty penetration initiatives, subscription renewals, and lifecycle communications.

-Ensure campaigns are integrated with the company website, paid media efforts (including SEM), and relevant third-party platforms to maximize reach and effectiveness -Establish clear goals and success metrics for all campaigns. -Analyze and report performance results at the product, customer segment, and campaign levels, providing insights and recommendations for continuous improvement.

Position Qualifications -Bachelor’s degree in marketing, Business Administration, Communications, or a related field is required. -Minimum of 6 years of progressive experience in customer marketing, CRM strategy, direct marketing, or related disciplines. -Hands-on experience with marketing automation platforms strongly preferred -Experience building and leveraging Salesforce CRM capabilities strongly preferred -Experience in industries with complex customer lifecycles (e.

g., manufacturing, technology, subscription-based services). -Strong expertise in customer segmentation, lifecycle marketing, and database-driven marketing strategies. -Demonstrated success in building and managing multi-channel direct marketing campaigns. -Hands-on experience with CRM systems, marketing automation platforms, and customer analytics tools.

-Analytical mindset with the ability to translate data into actionable insights. -Excellent communication, collaboration, and presentation skills. -Strong organizational and project management capabilities. -Proficiency with advanced analytics or BI tools (e.g., Power BI, Tableau, SQL). -Experience managing marketing technology ecosystems, including CRM integration and data hygiene practices.

-Background in developing customer loyalty, retention, or rewards programs. -Familiarity with A/B testing, personalization engines, and customer journey optimization. -Strong understanding of SEO/SEM and digital advertising strategies. -Demonstrated ability to partner with product, sales, and customer service teams to create unified customer engagement strategies.

-Must exemplify Van Wall’s values of Courtesy, Integrity, Innovation, and Respect.